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Founder & Chief Pondering Officer @ ZATO Marketing

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About

Kirk Williams is the Founder & Chief Pondering Officer at ZATO Marketing. He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero 6 years in a row (2016-2021), has written articles for many industry publications, including Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft.**

**Kirk is a frequent guest on digital marketing podcasts and webinars and an avid conference speaker, having traveled around the world to talk about Paid Search (especially Shopping Ads).

In 2023, Kirk had the privilege of speaking at the TEDx Billings on one of his many passions, Stop the Scale: Redefining Business Success.

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Latest Articles

Author - Kirk Williams
PAID SEARCH STRATEGY

Claude or ChatGPT for PPC? We Tested Both With Optmyzr MCP. Here's What Came Back.

Most PPC teams aren’t debating whether to use AI anymore. The question is which one, and whether the difference is worth switching, paying for another subscription, or convincing your team to change tools.

Author - Kirk Williams
PAID SEARCH GUIDE

How to Use Optmyzr Sidekick: 38 Real PPC Use Cases Across Reporting, Optimization & Budgeting

Most AI tools for PPC fall into two buckets: generic chatbots that don’t understand your account structure, or black-box automation that makes changes without ever explaining why.

Author - Kirk Williams
AMAZON ADS

How to Show the Real Business Impact of Amazon PPC (Not Just ACOS)

If you’ve run Amazon PPC campaigns for a while, you’ve probably been asked the same question again and again: “What’s the ACOS?”